You have to know what club you are playing for, or you just play for yourself. Every time I put on a Liverpool shirt, I know it is more than just a football game.
You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.